Consumer Insight Expert for BI (m/f/d)

Midea Europe GmbH; Stuttgart; On-site; EUR 90,000 - 110,000; Full time

Job summary

Midea Deutschland is seeking a Senior Market Researcher to conduct on-site field research across kitchen design studios and retailers in Germany. You will translate consumer insights into actionable recommendations for marketing, product planning, and R&D, focusing on built-in refrigeration and kitchen retail dynamics.

The role requires fluency in German and English, a strong background in consumer research within Germany, and experience with kitchen design software.

Qualifications

• Bachelor’s degree in Business, Marketing, Social Research, or related field.
• 5+ years’ experience in consumer or market research, field research, retail marketing, or kitchen/appliance industry in Germany.
• Native or fluent German with excellent English.
• Strong understanding of the kitchen retail ecosystem and built-in appliance buying process.
• Experience with kitchen design software (CARAT, Winner, 2020 Design) is a strong plus.

Responsibilities

• Conduct on-site visits, interviews, observation, and mystery shopping to understand consumer needs and sales process.
• Identify factors influencing consumer choices and product recommendations (brand awareness, product presentation, sales practices, design software).
• Map the consumer decision journey for built-in appliances in Germany from design to purchase.
• Benchmark competitors and retail channels to uncover consumer insights.
• Translate field research into actionable recommendations for marketing, product planning, sales, and R&D.
• Collaborate with internal teams and external partners to assess how kitchen-planning software and retail tools affect visibility.
• Track impact of actions on product visibility and retail engagement metrics.
• Represent the voice of the consumer in cross-functional meetings.

Skills

German language proficiency

English communication

Market research experience

Field research

Kitchen retail knowledge

Interpersonal skills

Analytical mindset

Self-driven

Education

Bachelor’s degree in Business/Marketing/Social Research or related field

Tools

CARAT

Winner

2020 Design

Job description

Your responsibilities

• Conduct on-site visits, interviews, observation, and where appropriate mystery shopping at kitchen design studios, retailers, and showrooms to understand consumer needs and the built-in refrigerator sales process.
• Identify and document factors influencing consumer choices and product recommendations, including brand awareness, product presentation, sales practices, design software, and installer preferences.
• Map the consumer decision journey for built-in appliances in Germany, from initial kitchen design consultation and product comparison to recommendation and final purchase.
• Conduct field-based competitor and retail-channel benchmarking, identifying consumer insights and effective retail practices.
• Translate field research and consumer insights into actionable recommendations for marketing, product planning, sales, and R&D to improve Midea’s positioning in the built-in segment.
• Work with relevant internal teams and external partners to identify how kitchen-planning software and retail tools influence product visibility and consumer choice.
• Track the impact of agreed actions on product visibility, recommendation patterns, and other available indicators of retail engagement and conversion.
• Serve as the “voice of the consumer and retail channel” in cross‑functional meetings, ensuring decisions are grounded in first‑hand field research and market evidence.

Your profile

• Native or fluent German speaker with excellent English communication skills.
• Bachelor’s degree in Business, Marketing, Social Research, or a related field – or equivalent professional experience.
• 5+ years’ experience in consumer or market research, field research, retail marketing, or the kitchen/appliance industry in Germany.
• Strong understanding of the kitchen retail ecosystem and built-in appliance buying process.
• Proven ability to conduct field research and translate consumer and retail-channel insights into practical recommendations.
• Experience with kitchen design software (e.g., CARAT, Winner, 2020 Design) is a strong plus.
• Excellent interpersonal skills, able to build trust with diverse stakeholders from retail staff to senior management.
• Self‑driven, analytical, and solution‑oriented.

What we offer

• A unique opportunity to shape Midea’s built-in refrigerator business in Germany – our priority European market.
• High visibility within Midea’s Global Built-in Competence Center.
• The chance to directly influence strategy through first‑hand market intelligence.
• International collaboration with marketing, product planning, and R&D teams.
• Dynamic and supportive working environment.